Putting together your marketing letter (Question)

[Craig Moore]

Hi BP,

I've been reading through the site and looking at different tips from you all (thanks btw). I, however, haven't found a thread on what to include in my direct mail letter. I am ready to begin sending out letters but don't know where to start, what a standard/above average letter looks like or if letters are even the method of choice! Can you all please help me with your advice on what I should be including in my letters, if they should be letters and how I can create opportunities via direct mail.

Thanks!

[Ramon Gonzalez]

Craig, the usual:

Close on the date of your choice

All Cash

We pay closing costs

Sell the benefits not the features of calling you.

A great book-"The direct mail solution" by Craig simpson.

My Tips from the book below: Hope this helps my man.

Clear Call to Action at least 3 times! Phone Numbers in Bold! STRONG CALL TO ACTION
CLOSE- Strong close with the CLEAR CALL TO ACTION
Sell the Benefits not the Features! (what benefits appeal to my audience)
USE- FREE AND NEW
Large Easy to Read Headline- Benefit Driven (related to the conversation that is going on in their head) sans seriffont
Use average language that is simple and effective- use their words (language of the audience)
Make sure you use their names in the letter at least 1- they love to see their name and the words you/your (1st thing reader looks at in letter)
The signerature in the end of th letter- clean and readable Signerature (2st thing reader looks at in letter)
The P.S. at the end of th letter- Must reiterate the offer, the deadline and other important points (3rd thing reader looks at in letter)
Consider P.P.S.- as this is MORE IMPORTANT THAN YOUR HEADLINE
Because of the way people read a letter- it is imortant to repeat yourseldf in the letter.
The reader skims the letter- looking at pictures/ quotes/ (4rd thing reader looks at in letter)
Put a picture- illustartion- the human form pulls more than anything else.
Answer ?'s or objections going on in the readers mind- Can I trust you? Do you really know what you say you do? What Can I lose by taking you up on your offer?
What can I gaim? Are you legitimate?
Have others used your product and what did they say?
Try to think of questions and objections the reader will have
Talk to the reader directly and adress the conversation that is going on in their head.
Keep paragraphs short- indent, make it easy top read- use the easiest font to read min 12 point font- serif font
Use bullets that are Easy to read
Nice and Large Body that looks appealing and Easy to read- CLEAN
Keep the message focused on the points at hand- BE CLEAR
Repeat the main point in different ways so that the message sinks in
Offer proof with scientific data or testimonial and or some kind of Guarantee that they will not lose anything
Use testimonials- present proof that others have used
SENSE OF URGENCY- if they don’t respond- thye will suffer a loss- money prestige or opportunity
Irresitable offer with a limited time to call
They need to call RIGHT NOW if they put that letter DOWN- they are not calling
FEEL OF THE LETTER- enthusiasm-the "Main Idea tha tyou are pssionate about the letter needs to come off the letter
We care- what is the feeling that we impart into our product or service
What is your big idea, that you feel compelled to tell people abouit and that enthusiasm is what breathes life into the letter
The letter is your one-on-one sales person
what is it that we love about what we do and makes us standout from the competitoin.
Share the enthusiasm and the spirit of the letter with them
How are we different than the competition?
It must come from the HEART that is what people buy
CURIOSITY- the letter must keep the reader curious
WRINT TO 1 PERSON- the letter must be written to 1 person- the intended audience as if you were belly to bell
This is one individual talking to another invdividual